PENGARUH GRATIS ONGKIR, ONLINE CUSTOMER REVIEW DAN FLASH SALE TERHADAP KEPUTUSAN PEMBELIAN TIKTOK SHOP PADA MAHASISWA FAKULTAS EKONOMI DAN BISNIS UNIVERSITAS 17 AGUSTUS 1945 SURABAYA

Ubaidillah, M. (2025) PENGARUH GRATIS ONGKIR, ONLINE CUSTOMER REVIEW DAN FLASH SALE TERHADAP KEPUTUSAN PEMBELIAN TIKTOK SHOP PADA MAHASISWA FAKULTAS EKONOMI DAN BISNIS UNIVERSITAS 17 AGUSTUS 1945 SURABAYA. Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh gratis ongkir, Online Customer Review, dan Flash Sale terhadap keputusan pembelian TikTok Shop pada mahasiswa Fakultas Ekonomi dan Bisnis Universitas 17 Agustus 1945 Surabaya. Perkembangan e-commerce berbasis media sosial yang semakin pesat membuat strategi pemasaran digital menjadi faktor penting yang memengaruhi perilaku konsumen, terutama mahasiswa sebagai pengguna aktif teknologi. Penelitian ini menggunakan pendekatan kuantitatif dengan metode korelasional dan kausal. Sampel sebanyak 100 responden dipilih menggunakan teknik purposive sampling. Pengumpulan data dilakukan melalui penyebaran kuesioner, kemudian dianalisis menggunakan uji validitas, reliabilitas, uji asumsi klasik, analisis regresi linear berganda, uji t, uji F, dan koefisien determinasi. Hasil penelitian secara teoritis mengindikasikan bahwa gratis ongkir berpengaruh dalam memberikan efisiensi biaya sehingga meningkatkan minat beli online customer review berperan dalam meningkatkan kepercayaan konsumen melalui informasi yang kredibel; dan Flash Sale memengaruhi keputusan pembelian melalui penawaran harga terbatas yang menciptakan urgensi. Ketiga variabel ini secara parsial maupun simultan berpotensi memberikan pengaruh signifikan terhadap keputusan pembelian konsumen di TikTok Shop. Penelitian ini diharapkan mampu memberikan kontribusi akademis dalam bidang pemasaran digital serta memberikan rekomendasi praktis bagi pelaku usaha untuk meningkatkan strategi promosi mereka.

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